Details

33 mins, 1999

Three cases studies show fictional companies grappling with different marketing dilemmas.

Design firm Apex has to decide how to promote itself. Does it go for advertising, public relations, direct marketing – or rely on “word of mouth”?

How can Tony Spence’s photocopier firm stop sales falling? Send salespeople further afield, do market research, or lash sales staff harder?

A new marketing manager wants to change a traditional mail order firm’s image, going after niche markets like the “lads”. But will this work?